Electronic Media: Then, Now, and Later Norman J. Medoff and Barbara K. Kaye Medoff & Kaye Electronic Media 3/e Chapter 12

Feature Films: ‘The Movies’ Chapter 12 Feature Films: ‘The Movies’ Medoff & Kaye Electronic Media 3/e Chapter 12

Then: An Entertainment Industry Films Early audiences captivated by novelty Thomas Edison An entertainment industry International in scope 1920s: Hollywood; studio system Silent films Medoff & Kaye Electronic Media 3/e Chapter 12

Then: The Production Code 1930s Hays Code set standards of “good taste” Replaced by 1968 MPAA film rating system Studios enforced code Studios also complicit in anti- Communist blacklist Medoff & Kaye Electronic Media 3/e Chapter 12

Then: Business Great Depression 1939: Height of the Golden Age Initially, attendance fell Double features increased attendance 1939: Height of the Golden Age Gone With the Wind, The Wizard of Oz, etc. Late 1940s: TV became the entertainment of choice Movie attendance declined Medoff & Kaye Electronic Media 3/e Chapter 12

Then: The Hollywood Empire Fights Back Technological innovation Sound Widescreen Epics too grand for TV Censorship virtually ended MPAA ratings 1970s: new cinematic Golden Age Director-driven films Medoff & Kaye Electronic Media 3/e Chapter 12

Then: Stars and Heroes 1980s new type of star: action hero 1980s & 1990s: Special effects & computer-generated imagery (CGI) Medoff & Kaye Electronic Media 3/e Chapter 12

Now/Later: Blockbusters in the New Millennium and Today Early 2000s: Blockbuster trends Writers’ Guild strike 2007 Studios became more economically efficient Fewer original scripts; more on existing ideas Economic recession affected film industry 3D reemerged Additional technologies IMAX Comfortable, reserved seats Food/drink service Medoff & Kaye Electronic Media 3/e Chapter 12

Now/Later: The Studio System and Branding Major studies continue to finance, market, distribute feature films Branding is how each studio positions itself in the marketplace Nowadays, branding is about generating properties with franchise potential In 1980s, studios became profitable arms of multinational corporations that owned them Medoff & Kaye Electronic Media 3/e Chapter 12

Now/Later: Speaking of Star Wars 2015 Star Wars: The Force Awakens George Lucas complaint about Disney Original Star Wars was, in part, an homage to matinee B-movies Billion-dollar franchises are “focus-grouped-to- death” Medoff & Kaye Electronic Media 3/e Chapter 12

Now/Later: Theatrical Distribution Decreasing options for theatrical diversity outside of big cities Streaming and other options are on small screens These options present means of reaching audiences and recouping expenses, without theatrical distribution Most ticket revenue goes to studios; theaters make money from concessions and luxury amenities Medoff & Kaye Electronic Media 3/e Chapter 12

Now/Later: The Independent Revolution 1980s: U.S. independent film movement took root Easy Rider, A Woman Under the Influence, etc. Independent films are financed outside of the studio system Many studios have an “indie” wing Crowdfunding is an option for independent filmmakers Medoff & Kaye Electronic Media 3/e Chapter 12

Now/Later: Unions and Making a Living in the “Biz” Even entry-level careers in the entertainment industry are competitive Hollywood is a union town Technicians, creatives The old studio system worked well because everything was done “in house” Today, much production work can be done anywhere Runaway production: move production to other cities or countries where costs are lower Medoff & Kaye Electronic Media 3/e Chapter 12

Now/Later: Diversity 2014: “Blackest Oscars ever” 2016: No minority nominations for major roles Boycotts of ceremony by some prominent celebrities of color Minorities and women are underrepresented in leading roles, as directors, as writers, and as film studio heads Medoff & Kaye Electronic Media 3/e Chapter 12

Now/Later: Feature Films Today and Tomorrow Movie studios no longer strictly in the movie business Increasingly, studio heads are picked because they know how to sell films rather than how to make them New/digital media are changing the industry and leading to new business model Streaming replacing owning physical DVD Inexpensive recording and editing technologies Piracy Medoff & Kaye Electronic Media 3/e Chapter 12